With decades of experience launching and scaling ventures, including the company behind the enormously popular WaterBabies toys, Lauer has dedicated his career to fostering innovation and entrepreneurial thinking. He even got creative with his very first job—though it didn’t end well. “I was 15, worked at a drive-in theater, and needed to be 16, so I impersonated my brother Joe,” Lauer says. “[I] got promoted often, worked hard, and was ultimately fired for impersonating my brother.” (Note: Dan Lauer announced his departure from Lindenwood in February, shortly after publication.)
2025 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has you most excited about the future of your company or industry? Universities must change, and Lindenwood leadership knows that.
If you could change one thing about your industry, what would it be and why? The speed of change.
What’s the toughest business challenge you’ve had to overcome (excluding the pandemic) and why? Unlocking capital for the regions most promising entrepreneurs.
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MENTORS & PEERS
To whom or where do you go for sound business advice? Guardrails for me. EO forum for 30-plus years, a Catholic men’s group for 30-plus years, my high school poker club for three years, and my wife, who has great instincts.
Do you have a business mentor? If so, who and why? Pat Gadell for 40-plus years as a sounding board and accountability coach.
What piece of advice has had the most significant impact on your career? Walk the talk.
Who is the most interesting under-the-radar/emerging business leader in St. Louis and why? Marty Lyons. He follows in the footsteps of Warner Baxter, who has larger than life persona. However, Marty will exceed expectations.
What is one thing you would change about the St. Louis metro area business environment and why? We always talk about collaboration, yet it’s elusive. We are better together.
BACKGROUND
Where were you born? Overland
What was your childhood aspiration? I had dreams of being an entrepreneur and achieved that. Waterbabies is 33 years old and 26 million sold.
What was your first job, and what did you learn from it? I was 15, worked at a drive-in theatre, and needed to be 16, so I impersonated my brother Joe, got promoted often, worked hard, and was ultimately fired for impersonating my brother.
What educational degrees do you hold, and where were they earned? UMSL BSBA organizational design and behavior
HOBBIES & INTERESTS
If you were not in your current profession, what would you be doing and why? I consider myself to be in two professions with Waterbabies and higher ed… “Rock star” always sounded good.
What is your favorite St. Louis-area restaurant, and what do you typically order there? My wife and a couple attend Saturday mass monthly and then have dinner. We have been to many these past six years.
What is one item you recently crossed off your bucket list? My two kids were married last year.
What is one book you think everyone should read (or podcast everyone should listen to) and why? No Bad Parts. We need to become better human beings, not human doings.
What’s your hobby/passion? Entrepreneurship and poker club on Thursday nights.
What is your most prized possession? I value freedom over stuff, so my most prized possession is memories. My wife and kids are prized but not possessions.
What would people be surprised to learn about you—a fun fact? I am becoming a food cop—we should stop eating stuff with ingredients that we don’t understand.
What is your go-to karaoke song? My wife is an amazing singer. Me? Not so.
